Professional Documents
Culture Documents
I'm a "Boomer," and my generation could have been called the Coke generation. Our parents
started every day with a cup of coffee, and they drank either coffee or water during the day.
Most meals were accompanied by either water, or iced tea.
But Boomers loved Coca-Cola. Most of our parents limited our consumption, much to our
frustration. Even in progressive homes, as children we were usually only allowed one, or at most
two, bottles per day. We chafed at the controls, and when we left home we started drinking the
sweet cola as often as we could.
It didn't take long before we supplanted our parent's morning coffee with a bottle of Coke (or
Diet Coke in more modern times.) We seemingly could not get enough of the product, as bottle
size soared from 8 ounces to 12 to 16 and then quarts and eventually 2 liters! Portion control
was out the window as we created demand that seemed limitless.
Meanwhile, Americans exported their #1 drink around the world. From 1970 onward Coke
was the iconic brand standing for all things (mostly good) American. We saw ads of people
drinking Coke in every imaginable country. International growth seemed boundless as people
from China to India started consuming the irresistible brown beverage.
My how things have changed
Last week Coke announced third quarter earnings, and they were down 14%. The CEO admitted
he was struggling to find growth for the company as soda sales were flat. U.S. sales of
carbonated beverages have been declining for a decade, and Coke has not developed a successful
new product line - or market - to replace those declines.
Coke is a victim of changing consumer preferences. Once a company that helped define those
preferences, and built the #1 brand globally, Coke's leadership shifted from understanding
customers and trends in order to build on those trends towards defending & extending sales of its
historical product. Instead of innovating, leadership has overly relied on promotion and tactics
which helped the brand grow 30 years ago. They kept to their old success formula as trends
shifted markets in new directions.
Coke has begun losing its relevancy. Trends have long been moving in new directions.
Healthfulness has led customers to decide they want less of this calorie rich, nutritionally starved
drink. And as concerns have grown over "artificial" products, such as sweeteners, customers
have moved away from even low calorie "diet" colas. What Coke once stood for - healthfulness,
vitality, spirit, ingenuity, youthfulness - is no longer true.
COCA-COLAACHIEVEMENT AWARDS
As part of the Single Source Cold Beverage Agreement with the Students' Union, Coca Cola
provides awards to recognize academic achievement and student leadership skills, and to assist
Ten awards will be offered each year, and are open to all FULL-TIME
students (both undergraduate and graduate students). Applicants should also indicate on their
Each Coca Cola Student Achievement Award consists of a one thousand dollar ($1000.00)
monetary prize.
The application for 2013/2014 Coca-Cola Achievement Awards will open on November 4th.
Please check back at this time. The deadline to submit an application for 2013/2014 Students'